Analysis of Apple’s Marketing Strategy

5.1. Focusing on the Main Customer Groups, 
Cultivate Loyal Customers 
In terms of sales, Apple is undoubtedly better than 
any other company. In terms of services, such as 
flagship stores or directly operated stores, Apple 
provides free use of mobile phones, so that customers 
could have a sufficient sense of experience as customers 
can try to use them before deciding to buy. In each 
flagship store, Apple provides free service, including 
teaching customers the functions and skills of using 
mobile phones and computers. This kind of service is 
something that many companies do not have. Apple 
focuses on the hearts and needs of customers as well as 
customers’ experience. What is more, the layout of the 
apple store is different from other digital products, and 
there are no lights or noisy background music as 
marketing means. Even the marketers will not force the 
products to be sold to customers. However, consumers 
who buy Apple products can directly enter the 
experience field. When customers see the introduction 
of products by professional service personnel, it can 
fully reflect Apple’s humanized concept. 
5.2. Making Use of Consumers’ Psychology of 
Seeking New and Different 
This method constantly introduces new technologies 
and it is helpful to expand the market, which is in a 
planned way of industrial design and the abolition of the 
system for electronic products. Apple's system (IOS) is 
the use of artificial way to make the product in a short 
time to disappear the original function. In other words, 
Apple has this kind of system, which makes their 
marketing methods very novel. By letting Apple’s 
system, which means iOS system gradually eliminated 
by consumer groups, slowly pulling out of the market, 
Apple is able to make consumer eyes move to the new 
products. Apple has demonstrated this approach to the 
maximum extent possible. Apple has shown that it is the 
most attractive method to customers and it works. Since 
Apple’s system has new changes and updates annually, 
consumers want to follow the trend and hope to have a 
better system and good APP. So Apple has also captured 
this feature, and follows it with every new phone, with 
the system constantly updating when the new phone 
comes out, which arises to consumers’ desire to buy. In 
order to promote the product, Apple makes small 
changes every two years and big changes every three to 
four years. Nowadays, with the continuous development 
and relative maturity of science and technology, 
consumers generally have a strong sense of rejection of 
outdated old products and are more willing to comply 
with the trend of the times of scientific and 
technological progress and choose the most advanced 
and high-end products. So Apple’s strategy actually 
captures the psychological needs of consumers. They 
make their sales more and more high. In recent years, 
Apple has launched a trade-in program, which 
recommends people to buy mobile phones when they 
buy them and they can let people buy their new phones 
within the expiration date, and trade off their old phones 
for the normal price, which makes old customers feel 
like they are getting a good deal. But that is why they 
have caught on to the consumer psyche, getting a new 
phone at a lower price but actually paying more.